It started, as these things do, online. One of those Facebook trends: spot someone sharing some facts about themselves, comment on it or 'like' their words, and you've self-nominated and before you know it, you're under pressure to share Seven Things You Might Not Have Known About Me.
Outside of Instagram, I probably have the most love for music streaming apps. I'm a self-certified Spotify superfan. So how are mega-apps, like Spotify and its competitors doing when it comes to enabling users to share music and content via dark social?
I get that it's 'Zuck's house and what Daddy says under his roof goes. Don't like it, go rent a room at Twitter. But since then it seems rules on belfies, topless blokes and creepy graphic posts of wounds have all been given the green light and my feed is fecking full of them. And it's bloody grim.
The awards will celebrate those MPs who engage local people best, those whose Tweets have driven the news agenda and of course we'll poke a bit of fun at those who managed to get it oh so wrong as well.
Yet managing risks for adolescents is hardly a new state of affairs. Anna Freud noted that it was very difficult for us to help teenagers, partly because of our wish to forget our own painful embarrassments that are an inevitable part of those years.
Monday marked the launch of the 'Great British Procrasti-nation' report: the first ever in-depth look at the nation's procrastination habits. I admit ,I admired the playful pun for a while; it didn't last long.
Milestones are there as a guideline as to what your child should be doing, but can be a bit misleading too as we are told 'every child is individual' and 'they'll get there in their own time' still we can't help but panic and wonder about the 'unknown' or 'what if'.
We are currently in the middle of awards season fever. The endless stream of ceremonies, celebs on red carpets and acceptance speeches occupy our TV screens and keep us in high spirits through the winter months, as well as giving us plenty of talking points.
All in all, it seems there's yet more evidence in the social media ecosystem that WhatsApp sharing is growing rapidly.
The days when people went to a music festival and came back with nothing more than a hangover and an STD are over. Now marketers hope that they can send them home remembering great experiences brought to them by brands who have helped make the event amazing.
Judging by the content on social media, it appears that our ego's seem to believe that whenever we do something, if nobody's around to witness it - then it 'hasn't actually happened'.
UK LGBT mental health charity PACE recently found in a study that 48% of Trans people under the age of 26 said they had attempted to take their own lives, with 30% saying that they had done so in the past year. That's almost half of the entire Trans community.
Some are very relaxed and comfortable with their religious stance and are equally happy to befriend an atheist such as myself. I regularly espouse on my timeline my disdain for religion, but can of course separate the religion from the person.
Last year some incredible data from BuzzFeed and USA Today's viral sports site, For The Win, showing the rise of WhatsApp and decline of Twitter, for mobile sharing, sparked even more interest in dark social.
I have a golden rule with all my clients for whom I do this kind of work. I will never engage in a conversation with anyone online using a named social media account and pretending to be that person.
The subtleties we lose when we communicate electronically have to do with expression, with touch, with the face-to-face aspect of relationship. Social media does not show tears in the eye, a hand on the arm when saying something painful, body language that speaks of inner turmoil, deep distress - even gentle respect. It is simply there - usually forever.